Hidden agenda in sport sponsorship. The influence of managers' personal objectives on sport sponsorship decisions.

Autor/inn/en	Schönberner, Jan; Woratschek, Herbert; Ellert, Guido
Titel	Hidden agenda in sport sponsorship. The influence of managers' personal objectives on sport sponsorship decisions. Gefälligkeitsübersetzung: Hintergedanken beim Sportsponsoring. Der Einfluss der persönlichen Ziele von Managern auf Sponsoringentscheidungen im Sport.
Quelle	In: Sport management review, 24 (2021) 2, S. 204-225 PDF als Volltext Link als defekt meldenVerfügbarkeit
Sprache	englisch
Dokumenttyp	online; gedruckt; Zeitschriftenaufsatz
ISSN	1441-3523; 1839-2083
DOI	10.1016/j.smr.2020.07.001
Schlagwörter	Erziehungsziel; Entscheidung; Persönlichkeit; Verhaltensmuster; Entscheidung; Management; Persönlichkeit; Sport; Unternehmen; Erziehungsziel; Verhaltensmuster; Sportökonomie; Sponsoring; Sport; Sportökonomie; Management; Sponsoring; Unternehmen; Zielsetzung; Sportmanager
Abstract	Despite companies spending billions of dollars on sport sponsorship every year, little is known about how sponsoring companies make sponsorship decisions. Sponsors are expected to enter into sponsorship agreements strategically, so as to achieve corporate objectives. However, managers who make sponsorship decisions could also be motivated by their own personal interests. As soon as managers' personal objectives manifest themselves to influence their sponsorship decision-making, we speak of a hidden agenda. In our empirical study, we investigated corporate objectives and managers' personal objectives, and their respective influence on sport sponsorship decisions. We conducted a three-round qualitative Delphi study with 18 participants employed at sponsor organisations, sport clubs, and sport marketing agencies. The results of our study contribute to our understanding of corporate objectives in the sport sponsorship literature. We reveal 12 different personal objectives of managers underlying sponsorship decision-making. In addition, we develop the steps and stages of the sponsorship decision-making process from a sponsor perspective. We reveal the existence of a hidden agenda in sponsorship decisions. Due to divergences in objectives, a hidden agenda leads to agency effects between the shareholders/owners of the sponsoring company (principal) and the managers (agent). The emerging agency effects can have either negative or positive effects for the sponsor. We derive a model showing the decision-making in sport sponsorship, considering managers' hidden agendas. Managerial implications are discussed. (Autor).
Erfasst von	Bundesinstitut für Sportwissenschaft, Bonn
Update	2021/4